Course 4: Value-Added Strategies
What you'll learn
- Differentiate product and service offerings.
- Design as functionality, as beauty, as “Differentiator No. 1.”
- Turn customers into fans through Emotionally Engaging Experiences.
- Two of the biggest (and most overlooked) market opportunities in the world.
- Desire to become a better leader or manager.
- Desire to improve your workplace.
- Involvement in an organization such as a company or club.
Those three words are the focus of each of the three previous courses in this series. Now comes the time to apply the fruits of the first three courses to market opportunities.
Hence: Value-Added Strategies.
We start where we should start: DESIGN. Value-Added Strategies aim to differentiate our product and service offerings. And at the top of the list—way ahead of any No. 2 in my view—is design.
Design is not easy to pin down. It’s products and services that work and are easy to use (great functionality). It’s products and services that are attractive, even beautiful (aesthetics). But it’s more—much more.
Rich Karlgaard describes Nest founder Tony Fadell’s approach, first by quoting him, “‘Every business school in the world would flunk you if you came out with a business plan that said, “Oh, by the way, we’re going to design and fabricate our own screws at an exponentially higher cost than it would cost to buy them.”’” (emphasis added) Karlgaard goes on, “But these aren’t just screws. Like the thermometer itself, they’re better screws, epic screws, screws with, dare I say it, deeper meaning.” (emphasis added)
Yes. Epic Screws. Screws with deeper meaning.
Or this, from a New York Times review by Tony Swan of the MINI Cooper S reported in Donald Norman’s book Emotional Design:
“It is fair to say that almost no new vehicle in recent memory has provoked more smiles.” (emphasis added)
Design as functionality.
Design as beauty.
Design as “screws with deeper meaning.”
Design as a car provoking “more smiles.”
Design writ (VERY) large as “Differentiator No. 1.”
Altogether, there will be thirteen value-added strategies offered up, ending with two that represent the biggest market opportunities in the world. Namely, the women’s market. Mantra: WOMEN BUY . . . E-V-E-R-Y-T-H-I-N-G. And the “oldies market,” as I call it. Mantra: OLDIES HAVE . . . A-L-L THE MONEY.
Who this course is for:
- Leaders and managers trying to navigate these tumultuous times
- Owners of small or medium size businesses
- Executive Level Managers
- B-Level Managers
Tom is a management guru, speaker, and best-selling author.
He co-authored In Search of Excellence, which has been called "the greatest business book of all time." His 2018 book, The Excellence Dividend: Meeting the Tech Tide with Work That Wows and Jobs That Last, received praise by world-renowned experts including Seth Godin, Jack Bogle, and Bo Burlingham. Tom started the personal branding movement with an article in Fast Company called "The Brand Called You."
Tom is passionate about Excellence in the workplace and offering simple ways to make big change happen. His Excellence Now Campaign 2020-2022 includes an eBook, Excellence Now: The 43 Number Ones, a book, Excellence Now: Extreme Humanism, and a six-part online course series here at Udemy called Excellence: Now More Than Ever. Tom, called "The Red Bull of Management Thinkers," is now offering his expertise on Udemy so that you can create a workplace that people love.